If you’re a small business owner, you’ve probably seen countless headlines urging you to get your brand active on social media. If you’re a marketing manager at a larger company, you’re probably tired of trying to measure ROI from your social media efforts. Questions like, “Am I doing this right?” or “Is this actually working?” come to mind every day.

These scenarios are all too common in the digital marketing world. So what are we to do? The honest truth is that your business shouldn’t be on social media… until you have a goal.

One reason why so many people love social media is that there is no right way to use social media, but there is a wrong way. The wrong way is moving forward without clearly defined, measurable, and relevant goals.

Social media can generate leads and drive sales, expand brand reach into new segments, it can inspire brand loyalty and community development, and it can even be a powerful customer service tool. It all comes down to what you want to accomplish. Social media is just the tool to get the work done.

It would be wasteful for a pilot to take his plane airborne without a purpose or destination in mind. Social media is not much different. Unless you have a goal in mind, you’re doing nothing but wasting time and money.

So don’t rush into social media marketing because an Inc. article says you should have been on it yesterday. Take your time to figure out what you could use social media for and how it can align with your greater business goals. Have this conversation with your marketing team. Maybe call a digital marketing agency for help – at the very least they will point you in the right direction. When your goal is clear the rest will fall into place easier than you think.

Need help sorting your social media marketing goals? Contact Mindspike Design today.

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